Issue |
RAIRO-Oper. Res.
Volume 58, Number 3, May-June 2024
|
|
---|---|---|
Page(s) | 2167 - 2183 | |
DOI | https://doi.org/10.1051/ro/2024063 | |
Published online | 10 June 2024 |
Manufacturer’s decision-making and coordination strategy in an asymmetric multi-channel environment
School of Electronic Commerce, Anhui Business College, Wuhu City, Anhui, P.R. China
* Corresponding author: yg2000_18@sina.com
Received:
11
June
2023
Accepted:
6
March
2024
This paper explores the significant impact of e-commerce and investigates manufacturers’ decision-making processes regarding the opening of e-shops and the adoption of online and offline coordination strategies to enhance profits in an e-commerce environment. A novel three-channel model with asymmetric retailers is proposed, and three scenarios are analyzed: the initial dual-channel scenario, the multi-channel scenario with e-platform, and the “Order online, Pickup offline” coordinated scenario. By comparing optimal profits across these scenarios, decision-making inequalities for manufacturers are derived. Subsequently, numerical experiments validate that manufacturers, aiming to maximize profits, opt to establish an e-commerce channel and coordinate with offline retailers. Additionally, the study emphasizes the importance of e-platforms in setting commission rates to drive increased profits. The findings offer practical implications for manufacturers to engage in interest-balanced coordination, enabling them to adapt to evolving retail dynamics in the advancing e-commerce landscape from both theoretical and practical perspectives.
Mathematics Subject Classification: 91A40
Key words: E-commerce / multi-channel / coordination / commission rate / pickup
© The authors. Published by EDP Sciences, ROADEF, SMAI 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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